M&M’s Chat Bot
AI Chat Bot
Summary
Context: By breathing life into our audiences’ best-loved brand asset, we will deepen their emotional connection to the brand, and offer a compelling entry point for further engagement with our ecosystem of experiences.
Business Goal: Demonstrating how tech innovation can enhance M&M’s ecosystem and when we eventually reach real consumers in future, we can unlock additional value for the business.
Design Challenges: In order to achieve this M&M tasked us to explore & envision the role AI-powered Spokescandies can thrive within the M&M’s ecosystem.
Role
Senior UX Designer
Timeline
5 Months
Work
M&M’S
Process
Getting to know the client
M&M's target audience & market includes consumers of all ages, focusing on those who enjoy colorful, fun, and sweet snacks. M&Ms candies are also available in many small stores and supermarkets worldwide, making it a recognizable candy product for consumers.
Defining User Pain points:
Users are more than happy to spend time being silly, funny, and unhinged with chatbots.
Users want fluid, familiar & organic interactions. The experiences that fail often just don’t feel good to use.
There aren’t many branded AI chatbots currently in the market.
Design Opportunities:
Jokes, Pranks, & Fun - Users want what Yellow does best - jokes, pranks & fun.
Relationship & Connection - Users want an M&M'S chatbot to be part of their social circle.
Gaming is an in-road- Gaming is a connective tissue for a wide range of interest in many areas of chatbot engagement.
Ideate
AI Chatbots Work Best When:
Entertaining
They’re fun, clever & real
We’ll authentically retain our brand voice
Embedded
They go where users already are
But the tradeoff is you lose a bit of control
Explicit
They focus on narrow tasks
But users need a bit of prompting
Branding & Design System
Solution
High fidelity Design
Given the constraints of a tight timeline, the UI and UX teams collaborated closely to produce high-fidelity mockups for crucial screens, including the Landing Page, Starting Chat Screen, Chat Dialogue, and more. This collaborative effort extended to exploring color variations, with the final color palette subject to client feedback
Prototype
Click here to view Prototype —————————->
Next Steps
Sign In / Register Feature
With a sign-in feature, we could allow users to enjoy special perks, exclusives & bespoke experiences, such as relationship building & personalization (i.e., remembering your name & learning your conversations)
“Shareable” Moments
Building on our UX with shareable custom content that Yellow could provide (i.e., greeting cards, AI-generated selfies, etc.)
Age Gate
Adding age gate to site UX can help ensure user safety & adherence to privacy regulations & data governance